📘 Consent Validity and Cookie Duration
In digital privacy, two questions often arise: how long is consent valid and what is the duration of cookies in the browser?
This guide brings together the main guidelines from LGPD (Brazil), GDPR (Europe), recommendations from CNIL (France), and global best practices in CMPs, while also explaining how AdOpt handles these situations in practice.
⚖️ Regulations
❓ How long is consent valid?
LGPD (Brazil): no fixed term. Consent is valid until the purpose is fulfilled or until it is revoked. Relevant changes require new consent.
GDPR (Europe): also does not define a fixed period. Consent must always be specific, informed, and up to date.
CNIL and global best practices: recommend renewing every 12–24 months, even without changes, to reinforce transparency.
👉 Summary: consent does not “expire” automatically over time, but it should be renewed periodically and whenever changes occur.
❓ How often should the Cookie Banner request new consent?
LGPD: no fixed deadlines, but it requires easy management/revocation.
GDPR / CNIL: recommend re-presenting the Cookie Banner every 12–24 months.
Best practices: renew whenever there is a change in vendors, technologies, or purposes.
❓ What is the duration of cookies in the browser?
Session cookies: expire when the browser is closed.
Persistent cookies: defined by the site/vendor, can last days or years.
Market practice:
Session/authentication → hours or days
Preferences → up to 1 year
Analytics → 6–24 months (Google Analytics = 2 years)
Advertising → up to 13 months (limit recommended by CNIL)
👉 Regulators emphasize: cookies should only last as long as necessary for their purpose.
💡 Global best practices
Consent: renew every 12–24 months, even without changes.
Cookie Banner: re-present whenever vendors or purposes are modified.
Cookies: limit duration to 13 months maximum (European model).
Transparency: always provide users with simple ways to review or revoke consent at any time.
🔧 How it works in AdOpt
At AdOpt, we follow principles of transparency and trust:
Periodic renewal: the Cookie Banner requests new consent every 60 days.
Justification: aligned with the average renewal cycle of cookies in browsers, which often expire or are rewritten within short periods.
Benefit: ensures records are always up to date and users maintain real control over their choices.
Automatic renewal upon changes:
Whenever the tag scan detects new cookies or changes, the Cookie Banner automatically renews the consent request, as the previous one is considered incomplete.
Renewal linked to internal updates:
Within the platform, you can configure that updates to:
Style
Documents
Requests Page
automatically trigger a new consent request.
✅ Conclusion
Consent → no fixed deadline in law, but it should be renewed periodically (12–24 months) and whenever changes occur.
Cookie Banner → at AdOpt, we request new consent every 60 days, for transparency and technical alignment.
Cookies → range from session-only to 13 months; in practice, the market renews or reviews at least annually.
AdOpt → beyond the 60-day cycle, consent is automatically renewed when changes are detected in the tag scan or in platform sections.